In-Depth Notes on Capstone Project Proposal: Cultural Roots, Digital Routes

Abstract

  • Cultural heritage is crucial for shaping community identity and preserving traditions.
  • Modernization and globalization have led to lower cultural engagement, especially in younger generations.
  • To address this, the study aims to promote the Saint Louis University Museum of Igorot Culture & Arts (SLU-MICA) using:
    • Digital storytelling
    • 3D animation
    • Social media marketing
  • Key focus: Engage students from various Schools within Saint Louis University (SEA, SONAHBS, STELA).
  • Proposed components include:
    • A 3D animated promotional video highlighting Igorot culture
    • A comprehensive digital marketing strategy
    • Infographic materials for museum visitors
  • Method: Mixed-methods approach, combining quantitative data (Facebook Insights, surveys) and qualitative insights (student interviews).
  • Goal: Equip digital media to bridge generational gaps in cultural engagement and enhance museum visibility.

Chapter 1: Introduction

1.1 Background of the Study
  • Cultural heritage encompasses both material (art, architecture) and intangible aspects (dance, music).
  • Essential for community identification and wealth.
  • The Cordilleran culture is rich in traditions and history, indicating the need for preservation.
  • Digital age trends require engaging, visual storytelling for younger audiences.
  • Digital media includes content across platforms (websites, social media).
1.1.1 Target Proponent
  • The primary focus is SLU-MICA under Dr. Gaston Kibiten, aimed at:
    • Preserving Igorot cultural artifacts and performing arts
    • Increasing student engagement with the museum.
1.1.2 Rationale of the Project
  • SLU-MICA is struggling with low youth engagement.
  • Examining effective, interactive methods to bridge traditional and digital spaces.
1.2 Research Objectives
  • 1.2.1: Develop a high-quality 3D animated promotional video.
  • 1.2.2: Design a digital marketing campaign for enhanced visibility.
  • 1.2.3: Help visitors access information despite limited museum resources.
  • 1.2.4: Measure engagement and cultural understanding among students.
1.3 Scope and Delimitation
  • Primarily targeting SLU students (approx. 450 participants).
  • Focused on understanding and promoting Igorot culture through digital media.
  • Limited to undergraduate students.
1.4 Significance of the Study
  • Benefits include raising awareness of Igorot culture among students and positioning SLU-MICA as a cultural hub.
  • Provides insights and a framework for future study and multimedia applications in cultural preservation.

Chapter 2: Methodology

2.1 Phase 1: Content Development
  • Using Digital Art Programs (Procreate, Photoshop) for illustrations.
  • 3D Animation for promotional videos using Blender.
2.2 Phase 2: Implementation
  • Digital distribution of promotional materials via social media over 2–3 weeks.
2.3 Phase 3: Assessment and Data Collection
  • Mixed-methods approach using surveys (qualitative and quantitative) targeting students to assess awareness and engagement level.
  • Utilize structured surveys with close and open-ended questions.

Chapter 3: Outcomes and Results

3.1 Phase 1: Content Development
3.1.1 Digital Illustrations and Graphic Designs
  • Mood boards and visual designs are focused on Cordilleran heritage.
3.1.2 3D Animation Production
  • A narrative follows Aminay, a university student rediscovering her cultural identity.
    • Key artifacts featured: Gangsa, Ceremonial Weapons, etc.
  • Aims to merge tradition with modern storytelling.
3.1.3 Social Media Campaign Creation
  • Utilizing 4-Step Strategy for social media marketing:
    • Research, creating engaging content, promotion, and measurement of campaign effectiveness.
  • Track engagement through analytics to refine ongoing strategies.